Branded Entertainment has extensive potential across platforms in the United States where this Choco Taco campaign appeared. No government restrictions applied to the making or distribution of this campaign. The agency builds strong partnerships and convergent partner sponsorships to execute multi-platform integrated marketing campaigns.

Objective of this Campaign:

Klondike came to us with a clear challenge: establish Choco Taco as the official snack of Cinco de Mayo for millennial men, thus giving the ice cream taco cone an early, strong foothold in the competitive summer snack market. This task came with a twist, however: the Choco Taco creative had to amplify Klondike’s broader 5 Seconds to Glory campaign – a series of on-air and online spots in which millennial men endure five seconds of brutal challenges to their manhood (think busting a move in an awkward wedding dance circle) to earn a Klondike Bar. Klondike was clear that it wanted more than an off-the-shelf talent endorsement; the Choco Taco needed original creativity that echoed the product’s quirky, irreverent sensibility to connect with the millennial man.

Comedy Central, the #1 brand in comedy, developed a branded entertainment campaign for Choco Taco across the third season of “Workaholics”. The sitcom written by and starring a trio of millennial men is a cult favorite among young guys

Comedy Central’s campaign integrated Choco Taco across the on-air, digital, and social media iterations of “Workaholics.” Custom spots developed by Comedy Central ran on-air and online throughout the “Workaholics” season, drove viewers to enter the 5 Seconds to Glory sweepstakes and watch “Workaholic” web series “The Other Cubicle” online. The spots garnered 3.7m views online alone.

Outcome

With “Workaholics,” we integrated Choco Taco seamlessly into a show that embodies the absurd comedic sensibility of the millennial man, and lives with relevant, original content across every media platform. During its third season, the sitcom averaged 2m total viewers per episode and was the #1 show in its time slot among men aged 18 to 24 and 18 to 34.

Across all screens, the Choco Taco campaign reached more than 25m consumers, and provided the strong, sustainable lift Klondike needed to carry the product through the snack season. Prominent placement for Choco Taco in “Workaholics” and on Comedy Central’s digital properties increased brand awareness in a fun, authentic way. The press took notice, including influential industry trade Broadcasting & Cable, which published a feature on the campaign. Overall, we delivered the male millennial audience through creativity and humor, while remaining strategically aligned with Klondike’s key campaign targets and objectives.